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ATG and 20th Century Fox Home Entertainment in new pantomime sponsorship deal

Posted: 02 December 2013
ATG and 20th Century Fox Home Entertainment in new pantomime sponsorship deal

Approved by ATG's PR & Communications Officer, David Bradbury

The Ambassador Theatre Group (ATG) has secured a new sponsorship deal with 20th Century Fox Home Entertainment for the 2013/14 pantomime season.

This will be the second year running that Fox have sponsored the First Family Entertainment (FFE) produced pantomime season and will see the continued innovation of big screen advertising between the two companies. The news also re-establishes the partnership between ATG and Pearl and Dean offering a truly unique opportunity for sponsors and advertisers.

The sponsorship deal will involve the digital projection of an ad for Dreamworks’ Shrek the Musical on DVD and Blu-ray on newly installed dedicated screens prior to the pantomime performances.

ATG venues involved in the sponsorship deal are Aylesbury Waterside Theatre, Bristol Hippodrome, King’s Theatre Glasgow, Liverpool Empire, Manchester Opera House, Milton Keynes Theatre, Richmond Theatre, Regent Theatre Stoke-on-Trent, New Victoria Theatre Woking and New Wimbledon Theatre.

20th Century Fox Home Entertainment will be fully integrated into the FFE pantomime experience and ATG will offer supplemental online and programme advertising benefits and a promotional presence Front of House.

Pat Westwell, ATG’s Marketing Director, said ‘To be associated with such a huge recognisable global brand like 20th Century Fox for the second year running is a great honour and a fantastic opportunity for ATG to generate even more large scale sponsorships like this in the future. This is a totally unique and exclusive opportunity and the obvious cross over that exists between Fox and ATG’s family audiences I’m sure will prove beneficial to both companies.’

Becky Wilson, Senior Product Manager at 20th Century Fox Home Entertainment, said ‘We’re excited to be partnering with ATG again this year to reach our target audience for Shrek The Musical in such a fun, engaging and family-friendly environment that fully complements our home entertainment strategy.’

Mike Hope-Milne, Enterprise Director, Pearl & Dean said ‘In the pursuit of constant innovation, it has been a pleasure to collaborate with ATG and Fox again this year to further develop this unique Christmas advertising opportunity.’

In 2012, ATG, Pearl and Dean and Carat, the UK’s leading independent media planning and buying specialist, won the “Media Collaboration of the Year” Award at the 2012 Media Week Awards in recognition of their Gordon’s Gin digital sponsorship campaign.

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